(Luận văn) giải pháp nâng cao sự hài lòng của khách hàng tổ chức về chất lượng dịch vụ của hãng tàu yang ming tại tp hồ chí minh

BỘ GIÁO DỤC VÀ ĐÀO TẠO tn to TRƢỜNG ĐẠI HỌC KINH TẾ TP HỒ CHÍ MINH ie gh - p w n lo ad yj th uy an lu la ip TRẦN DIỆP BẢO NGỌC n va fu ll GIẢI PHÁP NÂNG CAO SỰ HÀI LÒNG CỦA m oi KHÁCH HÀNG TỔ CHỨC VỀ CHẤT LƢỢNG DỊCH VỤ at nh CỦA HÃNG TÀU YANG MING TẠI TP HỒ CHÍ MINH z z tj h vb k m om l.c gm LUẬN VĂN THẠC SĨ KINH TẾ an Lu n va y te re THÀNH PHỐ HỒ CHÍ MINH - NĂM 2019 BỘ GIÁO DỤC VÀ ĐÀO TẠO tn to TRƢỜNG ĐẠI HỌC KINH TẾ TP HỒ CHÍ MINH ie gh - p w n lo ad yj th an lu la ip uy TRẦN DIỆP BẢO NGỌC n va fu ll GIẢI PHÁP NÂNG CAO SỰ HÀI LÒNG CỦA m oi KHÁCH HÀNG TỔ CHỨC VỀ CHẤT LƢỢNG DỊCH VỤ at nh CỦA HÃNG TÀU YANG MING TẠI TP HỒ CHÍ MINH z z h vb Chuyên ngành: Kinh doanh quốc tế (Hƣớng ứng dụng) tj k m Mã số: 8340121 om l.c gm LUẬN VĂN THẠC SĨ KINH TẾ n va TS Đinh Tiên Minh an Lu Ngƣời hƣớng dẫn khoa học y te re THÀNH PHỐ HỒ CHÍ MINH - NĂM 2019 LỜI CAM ĐOAN tn to ie gh Tôi xin cam đoan nội dung số liệu đề tài luận văn thạc sĩ p “Giải pháp nâng cao hài lòng khách hàng tổ chức chất lượng dịch vụ Hãng tàu Yang Ming TP Hồ Chí Minh” kết q trình nghiên w n cứu khoa học học tập thân dƣới giúp đỡ giảng viên lo ad hƣớng dẫn TS Đinh Tiên Minh yj th ip uy TP Hồ Chí Minh, ngày tháng 06 năm 2019 an lu la TÁC GIẢ LUẬN VĂN va n TRẦN DIỆP BẢO NGỌC ll fu oi m at nh z z tj h vb k m om l.c gm an Lu n va y te re MỤC LỤC tn to TRANG PHỤ BÌA ie gh LỜI CAM ĐOAN p MỤC LỤC DANH MỤC TỪ VIẾT TẮT w n DANH MỤC CÁC BẢNG lo ad DANH MỤC CÁC HÌNH yj th TĨM TẮT LUẬN VĂN PHẦN MỞ ĐẦU la ip uy THE ABSTRACT OF THESIS an lu Lý hình thành đề tài ll fu Đối tƣợng nghiên cứu n va Mục tiêu nghiên cứu oi m Phạm vi nghiên cứu z Ý nghĩa thực tiễn at nh Phƣơng pháp nghiên cứu z tj k m Kết cấu đề tài h vb Những điểm đề tài gm CHƢƠNG 1: CƠ SỞ KHOA HỌC CỦA ĐỀ TÀI om l.c 1.1 Cơ sở lý thuyết đo lƣờng mức độ hài lòng khách hàng tổ chức chất lƣợng dịch vụ vận tải biển Lu an 1.1.1 Cơ sở lý thuyết chất lƣợng dịch vụ vận tải biển y 1.1.1.3 Một số mơ hình nghiên cứu chất lƣợng dịch vụ te 1.1.1.2 Định nghĩa chất lƣợng dịch vụ re biển n va 1.1.1.1 Khái niệm, vai trị đặc điểm vận tải hàng hóa đƣờng 1.1.1.4 Chất lƣợng dịch vụ vận tải biển tn to 1.1.2 Sự hài lòng mối quan hệ chất lƣợng dịch vụ hài lòng ie gh khách hàng p 1.1.2.1 Khái niệm hài lòng khách hàng w 1.1.2.2 Các mức độ với hài lòng khách hàng n lo 1.1.2.3 Mối quan hệ chất lƣợng dịch vụ hài lòng khách hàng10 ad yj th 1.1.2.4 Sự cần thiết việc đo lƣờng hài lòng khách hàng 12 ip uy 1.2 Tổng quan hoạt động vận tải biển Hãng tàu Yang Ming TP.HCM 13 lu la 1.2.1 Lịch sử hình thành phát triển cơng ty 13 an 1.2.2 Các đối thủ cạnh tranh 14 va n 1.2.3 Cơ cấu tổ chức máy hoạt động Công ty TNHH Yang Ming fu ll Shipping Việt Nam 14 m oi 1.2.4 Văn hóa doanh nghiệp sách doanh nghiệp 15 at nh 1.2.4.1 Văn hóa doanh nghiệp Yang Ming: 15 z z 1.2.4.2 Chính sách Cơng ty TNHH Yang Ming Shipping Việt Nam 15 h vb 1.2.5 Tình hình hoạt động kinh doanh công ty 17 tj k m 1.3 Đề xuất mơ hình nghiên cứu 21 gm 1.3.1 Lý lựa chọn mơ hình nghiên cứu 21 l.c om 1.3.2 Mô hình thiết kế nghiên cứu 21 an Lu 1.4 Thiết kế nghiên cứu 24 1.4.1 Quy trình nghiên cứu 24 y te 1.4.2.2 Thang đo thức mã hóa thang đo 32 re 1.4.2.1 Nghiên cứu định tính 26 n va 1.4.2 Phƣơng pháp nghiên cứu 26 1.4.2.3 Nghiên cứu định lƣợng 35 tn to CHƢƠNG 2: PHÂN TÍCH KẾT QUẢ NGHIÊN CỨU 39 ie gh 2.1 Mô tả mẫu nghiên cứu 39 p 2.2 Đánh giá thang đo hệ số tin cậy Cronbach’s Alpha 42 w n 2.3 Phân tích nhân tố 44 lo ad 2.4 Phân tích tƣơng quan hồi quy 47 yj th 2.5 Kiểm định giả định hồi quy 52 uy 2.5.1 Kiểm định tƣợng đa cộng tuyến 52 ip lu la 2.5.2 Kiểm định tính độc lập phƣơng sai 52 an 2.5.4 Kiểm định giả thuyết mơ hình 55 va n 2.6 Kiểm định biến nhân học đến biến phụ thuộc hài lòng khách fu ll hàng tổ chức chất lƣợng dịch vụ hãng tàu Yang Ming TP HCM 57 m oi 2.6.1 Loại hình doanh nghiệp: 57 at nh 2.6.2 Nguồn vốn doanh nghiệp: 58 z z 2.6.3 Quy mô doanh nghiệp: 60 h vb tj 2.6.4 Số lƣợng lao động: 61 k m 2.6.5 Thời gian hoạt động: 62 gm 2.7 Đánh giá hài lòng khách hàng tổ chức sử dụng dịch vụ vận tải biển l.c om Hãng tàu Yang Ming TP HCM 63 an Lu 2.7.1 Đánh giá hài lòng chung 63 2.7.2 Mức độ hài lòng thành phần 64 y te re NGHIÊN CỨU 70 n va CHƢƠNG 3: KẾT LUẬN VÀ ĐỀ XUẤT GIẢI PHÁP ỨNG DỤNG KẾT QUẢ 3.1 Kết luận 70 3.2 Hàm ý doanh nghiệp 71 tn to 3.3 Đề xuất giải pháp ứng dụng kết nghiên cứu 72 ie gh 3.3.1 Yếu tố tin cậy 72 p 3.3.2 Yếu tố đảm bảo 73 w n 3.3.3 Yếu tố đồng cảm 73 lo ad 3.3.4 Yếu tố đáp ứng 74 th yj 3.3.5 Yếu tố hữu hình 75 uy 3.4 Hạn chế nghiên cứu hƣớng nghiên cứu 76 la ip TÀI LIỆU THAM KHẢO an lu PHỤ LỤC n va ll fu oi m at nh z z tj h vb k m om l.c gm an Lu n va y te re DANH MỤC TỪ VIẾT TẮT tn to Ý nghĩa ie gh Từ viết tắt p : Sự đảm bảo (Assurance) AS CS : Sự hài lòng khách hàng (Customer Satisfaction) w : Chất lƣợng dịch vụ n CLDV lo : Sự đồng cảm (Empathy) ad EM : Tống sản phẩm quốc nội (Gross Domestic Product) yj th GDP : Hệ số Kaiser – Mayer – Olkin NĐCP : Nghị định phủ RL : Sự tin cậy (Reliability) RS : Sự đáp ứng (Responsiveness) Sig : Mức ý nghĩa quan sát (Observed significance level) an lu la ip uy KMO n va ll fu : Phần mềm thống kê cho khoa học xã hội (Statistical Package for the Social Sciences ) oi m SPSS TP HCM : Thành phố Hồ Chí Minh tj h vb : Trách nhiệm hữu hạn z TNHH z : Sự hữu hình (Tangibility) at nh TA k m om l.c gm an Lu n va y te re DANH MỤC CÁC BẢNG tn to ie gh Bảng 1.1: Kết hoạt động kinh doanh Yang Ming giai đoạn 2016-2018… 18 p Bảng 1.2: Kết hoạt động kinh doanh Yang Ming giai đoạn 2016-2018 (tt) 20 w Bảng 1.3 Kết nghiên cứu định tính 28 n Bảng 1.4 Thang đo tin cậy 33 lo ad Bảng 1.5 Thang đo Sự đáp ứng 33 th yj Bảng 1.6 Thang đo Sự hữu hình 34 ip uy Bảng 1.7: Thang đo Sự đảm bảo 34 la Bảng 1.8 Thang đo Sự đồng cảm 35 an lu Bảng 1.9 Thang đo Sự hài lòng khách hàng 35 va Bảng 2.1 Kết thống kê mô tả mẫu nghiên cứu 39 n Bảng 2 Kết kiểm định Cronbach’s Alpha 43 fu ll Bảng 2.3 Kết phân tích EFA cho yếu tố độc lập 45 m oi Bảng 2.4 Kết phân tích EFA cho nhân tố phụ thuộc 47 at nh Bảng 2.5 Kết phân tích tƣơng quan 48 z Bảng 2.6 Kết kiểm định mơ hình hồi quy 51 z h vb Bảng 2.7 ANOVA hồi quy 51 tj Bảng 2.8 Hệ số hồi quy 51 k m Bảng 2.9 Kết kiểm định giả thuyết 56 gm Bảng 2.10 Kiểm định Levene cho phƣơng sai hài lòng khách hàng l.c tổ chức 58 om Bảng 2.11 Kiểm định ANOVA nhóm loại hình doanh nghiệp 58 Lu an Bảng 2.12 Kiểm định T-test nhóm nguồn vốn doanh nghiệp 59 tổ chức 61 y Bảng 2.15 Kiểm định Levene cho phƣơng sai hài lòng khách hàng te Bảng 2.14 Kiểm định ANOVA nhóm quy mơ doanh nghiệp 61 re tổ chức 60 n va Bảng 2.13 Kiểm định Levene cho phƣơng sai hài lòng khách hàng C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an Bảng 2.16 Kiểm định ANOVA nhóm số lƣợng lao động 62 tn to Bảng 2.17 Kiểm định Levene cho phƣơng sai hài lòng khách hàng gh tổ chức 62 ie Bảng 2.18 Kiểm định ANOVA nhóm thời gian hoạt động doanh nghiệp 63 p Bảng 2.19 Kết kiểm định One-sample test yếu tố Sự hài lòng chung 64 w Bảng 2.20 Đánh giá khách hàng hài lòng 64 n lo Bảng 2.21 Đánh giá khách hàng yếu tố Sự tin cậy 65 ad yj th Bảng 2.22 Đánh giá khách hàng yếu tố Sự đáp ứng 65 uy Bảng 2.23 Đánh giá khách hàng yếu tố Sự hữu hình 66 la ip Bảng 2.24 Đánh giá khách hàng yếu tố Sự đảm bảo 67 an lu Bảng 2.25 Đánh giá khách hàng yếu tố Sự đồng cảm 68 n va ll fu oi m at nh z z tj h vb k m om l.c gm an Lu n va y te re Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn Stt.010.Mssv.BKD002ac.email.ninhd 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77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an tn to Item-Total Statistics gh Scale Mean Scale ie if Corrected Item Variance if Item-Total Squared Cronbach's Multiple Alpha Correlation Item if p Item w Deleted Correlation n Deleted Deleted lo 9.11 4.444 721 530 829 AS2 9.18 4.833 712 518 832 AS3 9.19 4.751 729 544 825 AS4 9.12 4.701 708 520 833 ad AS1 yj th an lu la ip uy n va Yếu tố đồng cảm ll fu Reliability Statistics N Alpha Based Items on at nh Alpha of oi Cronbach's m 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lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an ie gh tn to 684 3.257 74.650 624 2.973 77.622 574 2.732 80.354 10 493 2.350 82.704 463 2.207 84.911 437 2.079 86.990 2.042 89.032 p w n lo 11 ad yj th 12 14 368 90.785 15 344 1.640 92.425 16 324 1.543 17 303 1.441 95.409 18 296 1.412 96.820 19 251 1.197 98.018 20 218 1.037 99.055 21 199 945 100.000 la ip 429 lu uy 13 1.753 an n va fu ll 93.967 oi m at nh z z tj h vb k m l.c gm om Rotated Component Matrixa Lu 779 y RL3 te 815 re RL2 n va an Component Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn Stt.010.Mssv.BKD002ac.email.ninhd 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lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an Biến phụ thuộc gh tn to KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling ie p Adequacy .813 w n lo Test ad Bartlett's of 433.724 df Sig .000 yj th Sphericity Approx Chi-Square ip uy Compone an lu la Total Variance Explained Initial Eigenvalues Extraction va of Squared Loadings n nt Sums of Cumulative Total % % at nh Variance oi m % ll fu Total 71.776 71.776 505 12.614 84.391 361 9.014 93.405 264 6.595 100.000 2.871 Variance % 71.776 71.776 z 2.871 z of Cumulative tj h vb k m om l.c gm an Lu n va y te re Stt.010.Mssv.BKD002ac.email.ninhd 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an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an gh tn to Sig (2-tailed) 000 000 000 001 N 222 222 222 222 222 222 348** 596** 671** 500** 406** 000 000 000 000 000 222 222 222 222 222 ie Pearson p w Correlation 000 n CS lo Sig (2-tailed) ad 222 yj th N uy ** Correlation is significant at the 0.01 level (2-tailed) la ip an lu * Correlation is significant at the 0.05 level (2-tailed) n va ll fu oi m at nh z z tj h 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lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an PHỤ LỤC 9: KẾT QUẢ PHÂN TÍCH HỒI QUY to ie gh tn Model Summaryb p R Adjusted R Std Error of Durbin- l Square Square the Estimate Watson 603 594 533 w Mode R n lo 776a 2.071 ad th yj a Predictors: (Constant), RS, EM, RL, AS, TA uy la ip b Dependent Variable: CS an lu ANOVAa of df Mean n Sum Square va Model Sig 65.561 000b ll fu Squares F 154.611 221 tj Total 284 h vb 216 z 61.412 z Residual 18.640 at nh oi 93.200 n m Regressio k m om l.c an Lu b Predictors: (Constant), RS, EM, RL, AS, TA gm a Dependent Variable: CS n va y te re Coefficientsa Stt.010.Mssv.BKD002ac.email.ninhd 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lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an Model Standardize Coefficients d tn to Unstandardized t Sig -3.858 000 ie gh Coefficients p Std Error Beta -.901 234 142 052 130 2.761 006 072 239 4.403 000 063 421 7.905 000 139 2.763 006 156 3.382 001 w B n (Constant lo ad ) yj th RL 316 151 RS 159 055 ll fu EM n 499 va AS an lu la TA ip uy oi m 047 at nh z z a Dependent Variable: CS tj h vb k m om l.c gm an Lu n va y te re Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn Stt.010.Mssv.BKD002ac.email.ninhd 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